As the Sundance Film Festival’s Loyal Attendees Age, It’s Marketing to Millennials and Gen Z

Five days into the Sundance Film Festival, the Sundance Institute added 25,000 new Instagram followers, bringing its total to 510,000 as of today. The 2024 festival wrapped up at the end of January, and its marketing leaders told ADWEEK that right now, the stakes feel high. The festival faces an existential threat as its loyal…
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